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On Black Friday, Benjamin Witte, founder and CEO of CBD-infused beverage brand Recess, promoted his product on Instagram. The problem was that Instagram prohibits brands from advertising products that contain CBD.
“Any products that contain ingestible hemp and/or CBD are not currently allowed, nor any products that allude to psychoactive effects,” a spokesperson at Instagram told Adweek.
While some laws, policies, and cultural norms pose an obstacle for some marketers, Witte saw an opportunity. The fact that CBD products are developing at a faster pace means creative approaches to marketing can slip through the cracks—unless someone spots them.